So here's a question for you: What is a product manager? The
overall responsibility of a product manager is to integrate the
various segments of a business into a strategically focused whole, maximizing the value of a product by coordinating the production of an offering with an understanding of market needs. Ouch! It sure seems like you need a handbook to get all of this right...
Title: The Product Manager's Handbook 4/E
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Author: Linda Gorchels
* Why You Should Care:
A product manager must oversee all aspects of a product or service
line in order to create and deliver superior customer satisfaction
while simultaneously providing long-term value for the company.
The Product Manager's Handbook is the essential guide to
successful product management in today's fast-changing business
world. Product and brand managers, as well as upper-level sales,
marketing, and branding executives, will find the text thorough
and informative as it explains and analyzes the product manager's
role in both traditional, hierarchical organizations as well as in
newer horizontal, team-driven decision-making structures.
This edition fully integrates the Internet and other digital
technologies into the product manager's arsenal of tools. The book
includes all new information on what it takes to be a successful
product manager. It explains the product manager's role in the
planning process (including strategic and operational planning),
how to evaluate product portfolios, how to propose and develop
successful new products, and more.
* How Will Reading It Make You A Better Product Manager?:
This book gives a good introduction into the roles and
responsibilities of a product manager. It makes no assumptions of
any prior knowledge or experiences. For each chapter, it provides
worksheets or process flow charts. In addition, case studies of
actual events are presented.
This book is probably the best overall guide for Product Managers I
have seen. It is very broad in places because it tries to remain
as applicable to Product Managers of all kinds of products, from
shampoo to TVs to computer software. The concepts of Product
Management are the same, regardless of industry, but the reader
needs to be capable of translating broad concepts into something
applicable to their own setting.
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- Dr. Jim Anderson
Blue Elephant Consulting
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